Customer Relationship Management Modern Day Term Paper

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"Effective marketing is and will always be founded on a simple premise: customers are won by personalizing the communication between the seller and the buyer and customizing the product and service offerings so they directly appeal to the desires and needs of individual customers." (Ross, 2005)

Trust is stated to be the single most important factor that can help promote loyalty and dedication to the common purpose of ensuring customer loyalty. "It is as important to get all the people relationships right, as it is to supply the right goods and services." (Senior, 2004) in the history of Harley Davidson explicit trust by the owners of these motorcycles has helped sustain the brand even through trying financial periods. The company just does not sell a product; rather it sells a way of life "untold miles of riding and gathering road wisdom along with the road dust." History has proved that the 'Harleys' brand loyalty is emotional.

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President and CEO, Richard Teerlink believes that the Harley has taken over as the 'iron horse' of the modern world and 'go where you want to go and do what you want to do' attitude that America is so proud of.

CRM is a unique dilemma that the organization faces. Owners of the motorcycle range from all walks of life. They range from blue collar workers to high-power executives who want to break from the conventional mold and define their own paths. When an individual buys a motorcycle from the company they get membership to the Harley Owners Group (HOG) -- an outlet that helps the company keep close to its customer base......

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